ITAA-KSCT Joint Symposium

Interplay Between TikTok & Generation Z: The Trickle-Up Effect of #thriftflip

  • Hae Jin Park (Hanyang University)
  • Ji Young Kim (Hanyang University)
  • Kyu-Hye Lee (Hanyang University)


Due to global COVID-19 governmental lockdown procedures and increased awareness for sustainable fashion, the #thriftflip has emerged across popularized video platforms, TikTok and YouTube, since late 2020 and progressed into an unprecedented subculture that perpetually represents its largest user-base, Generation Z. This study focuses on the different #thriftflip responses from both video platforms to identify the characteristics of Generation Z, its interrelationship with both platforms, and its effects on initiating a trickle-up phenomenon. TikTok and YouTube were selected as unstructured data sources and keywords related to #thriftflip mentions on Google Trend between April 2020 to April 2021 were extracted under a limited scale of the first 300 keyword-associated co-occurrences. Further visualization was conducted by the text mining from Textom and NodeXL. This study finds the #thriftflip will prevail consumption behaviors to online commerce markets and trickle-up from subculture TikTok short videos to mass culture gatekeeping YouTube videos.

Keywords: TikTok, Generation Z, the trickle-up effect, thriftflip

How to Cite:

Park, H., Kim, J. & Lee, K., (2022) “Interplay Between TikTok & Generation Z: The Trickle-Up Effect of #thriftflip”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi:



Published on
15 Sep 2022
Peer Reviewed